Discovery Foods has appointed Tesco veteran Andrew Peck to the position of sales director as the company steps up its efforts to replace Old El Paso as the UK’s number one Mexican food brand.

Peck joins Discovery Foods after a 21-year career at Tesco, where he started out as a food buyer. He went on to help restructure in-store catering and spent five years as commercial director for South Korean-based Samsung Tesco. “I’m looking forward to working with Discovery Foods and being involved in the development and growth of the Mexican portfolio,” said Peck.

His appointment follows a £5m marketing investment for the brand, which was acquired by Swedish company Santa Maria in 2007. This included a £2m TV push in the summer, supported by direct marketing, in-store promotion and PR activity.

“Andy’s addition to the Discovery and Santa Maria board is key to our commercial position in the UK and further strengthens our commitment to building the brand,” said Discovery Foods managing director Mans Danielson.

The brand was launched in 1989 by James Beaton and employs 400 people at its bases in Milton Keynes and Daventry. Its products include wraps, tortillas, sauces and accompaniments such as jalapeno peppers and guacamole.

According to latest figures, the company has an annual projected growth rate of 15% over the next three years. The Mexican category is worth about £100m a year, with Discovery holding a 23% market share.

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